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Why Are Retailers Still Confused About Shoppers Who Leave Their Sites?

"About half of all people who visit a commercial Web site intending to buy something give up because, above all, they are confused—by product descriptions, navigation and checkout procedures."

That's the lead of a Newsweek story about the various ways retailers are trying to help consumers. The answer? "...confusion-indexing programs" from companies like Live Person and 24/7. Oy vey!

"Web users have always been ruthless and now are even more so," said Jakob Nielsen told the BBC.
"People want sites to get to the point, they have very little patience," he said.

Nielsen attributes the problem with retailers trying to make their sites stickier by adding features like widgets and other applications that he says just make pages take longer to read, and therefore, to take shoppers where they want to go.

The problem isn't caused by widgets. You want to buy something here? I dare you to find it. Or here? Or here?

Wouldn't you rather shop here? Or here?

A few hundred grand spent on confusion indexing isn't the answer! Retailers, look at your sites! There's more to usability than speed. Some of the biggest offenders:
o flashturbation
o bad organization
o six-click ordering
o lousy site search
o making people register to place an order (the single worst practice on the internet in my opinion) and other annoying and widespread practices make a lot of online shopping experiences easy to hate.

Hat tip to Judy Vorfeld

Categories: B.L. Ochman, Best Practices, Internet strategy, Marketing Strategy, Worst Practices

BL Ochman | Jul 13 08 2:56 | TrackBack (0)

Comments

This couldn't be more true! Website owners need to pay more attention to these things... it's vital to conversions!

PS - We like the term "flashturbation" - never heard it! :)

Posted by: Social Marketing Journal at July 14, 2008 6:07 PM

This is very true. I have left shopping sites numerous times because I could not find what I was looking for. In some of the worse sites I could not work out how to pay them.

Posted by: TechSlice at July 14, 2008 8:06 PM

Agree. So many things are WAAAY too complicated - people need to simplify. Tangential example: look at the new Chipotle menus: super simple. Simplicity is being embraced by companies like Toyota, Google and Apple. Great. I hope more companies follow...

now back to my 18,000 button remote...

Posted by: james svenson at July 17, 2008 11:59 AM

I hate six click ordering. I'm already registered at PayPal why do I need to give my details twice.

Do you want my money or do you want my details?

Posted by: Brisbane SEO Consultant at July 21, 2008 7:41 AM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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